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Lisa Shepherd

Finally, don’t make the mistake of using your competitive
intelligence in a reactive way. If your company’s competitive
advantage lies in a unique product or service quality, don’t
alter your core strategy just because your competitor is altering
theirs. Focus on your own strengths and customer needs.
Once you have completed the competitive intelligence, do
the same analysis as the one you did at the culmination of
the company and customer steps. What are the key findings,
what are the strengths and weaknesses of competitors, what
direction are they heading in, and what might it mean for your
company?

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© 2012 Lisa Shepherd